Monday, July 31, 2023

‘How do you pulp it?’ Minute Maid Pulpy Orange’s Latest TVC Showcases Different Ways To Indulge In A Unique Mouthful Experience

* Unveils a new brand campaign starring NANI

Minute Maid Pulpy Orange, the Coca-Cola Company’s fruit juice brand, is excited to announce the launch of its latest television commercial "How do you pulp it?". The brand is an ultimate orange indulgence with its unmatched fusion of real orange juice and zesty orange pulp. The film showcases multiple ways of consuming pulpy orange such as Gulp it, Slurp it and Chew it while savouring the delightful abundance of pulp. The TVC highlights its intrinsic credentials of containing real orange pulp that adds texture and enhances the overall drinking experience. With every sip, consumers can enjoy the delightful sensation of the pulpy goodness, creating a unique and satisfying mouthful experience.

Conceptualised by Ogilvy, the TVC showcases multiple ways in which Minute Maid Pulpy Orange can be enjoyed, emphasizing on the sheer pleasure that comes with every gulp of the refreshingly pulpy orange juice through the catchy ‘Chew it? Gulp it? Slurp it? How do you pulp it?’ For the first time ever, the brand has roped in influencers like NANI and Shraddha Kapoor, to capture the essence of the unique product while portraying the joy and satisfaction experienced by consumers.

Commenting on the campaign, Ajay Konale, Director - Marketing, Nutrition category, Coca-Cola India and Southwest Asia, said, “We are incredibly excited to launch the new campaign to celebrate the abundance of real orange pulp in Minute Maid Pulpy Orange, offering consumers a delightful and immersive way of savouring the refreshing beverage. NANI’s vibrant & dynamic personality and Shraddha Kapoor's energetic presence perfectly complements the brand.”

"Minute Maid Pulpy Orange campaign, 'How do you pulp it?' is an opportunity for us to share the immense joy and delightful taste that accompanies each sip of Minute Maid Pulpy Orange. The addition of the pulp brings a distinct and revitalizing element, creating a truly immersive and satisfying experience. Now it’s time for everyone to revel in its pulpy goodness in their own unique ways,” said NANI.

This campaign has been conceptualized by Ogilvy India as a part of OpenX from WPP. Commenting on the creative insight behind the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India says “Minute Maid Pulpy Orange gives an immersive experience that no other orange juice offers, and therefore we all experience the product in our unique way. To establish this thought we’ve crafted a simple, direct and catchy campaign targeted towards a younger audience. And, with NANI’s presence the campaign’s tonality is vibrant, fun and refreshing - just like our brand.”

The TVC will be aired on leading television channels and will be amplified through various digital platforms and social media channels.

Furthering the celebrity endorsement Minute Maid Pulpy Orange will also invite consumers to share their own experiences and creative ways of consuming the juice by scanning QR code on the pack, and creating interesting AI based engaged with NANI, showing the world how do they pulp it. The brand aims to foster a sense of community and encourage individuals to celebrate the pulp-filled goodness of their favourite orange juice.

Watch the entire Film here –

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our hydration, sports, coffee and tea brands include Dasani, smart water, vitamin water, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak and Ayataka. Our nutrition, juice, dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, Fairlife and AdeS. We are constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping to bring economic opportunity to local communities worldwide. Learn more at and follow us on Twitter, Instagram, Facebook and LinkedIn

About OpenX from WPP

OpenX from WPP is an entirely new offering created for The Coca-Cola Company that is integrated at its core and unprecedented in its scale. This industry-leading approach to modern marketing allows for seamless integration of bold ideas and creativity with end-to-end experiences that are informed by data and optimized in real-time. Our work spans across the company’s five-category beverage portfolio in more than 200 countries as well as global tent- pole marketing efforts including FIFA and the Olympics. OpenX from WPP provides access to our entire agency network of over 100,000 experts unlocking access to the best talent, capabilities and resources in and outside of WPP. Combining scale and agility, OpenX from WPP supercharges creativity and is a multiplier for change and growth.

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